WWF has created an awareness campaign to fight against the commercial hunting of sharks for their fins. Shark fin soup is a popular delicacy in Asia, but it is endangering the shark population in the region.
Leo Burnett has created a giant shark fin and placed it in a lightbox at the UA Mega Box cinema, along with the message 'Hong Kong accounts for half of the world’s shark fin trade.'
The goal is to educate the younger generation and in turn hope they will carry the knowledge and make a difference when they grow up. The cinema is seen as a convenient location to target a younger audience.
The shark fin display will run until 13 December. Future work to continue the message on shark extinction is in the pipeline.
Credits:
Project Shark Fin
Client WWF HK
Creative agency Leo Burnett Hong Kong
Group creative director Victor Manggunio
Art director Tik Lau, Carmen Wong
Copywriter Wilson Ang
Agency producer Connie Siu
Production companies 5-Gear Production, Conga Communication
Exposure Cinema
